Bud Light and the Cleveland Browns are looking at their Victory Fridges a little differently this season.
Last year, in a well-received citywide stunt that became a PR phenomenon, Bud Light installed padlocked "Victory Fridges" in bars around town—which would unlock as soon as the Browns recorded a win, after going 0-16 the previous year. (They got that first win in Week 3, en route to a respectable 7-8-1 record.)
This year, though, the team is expected to challenge for a playoff spot at least. And so, in a nice twist, the "Victory Fridges" are expected to be more about celebrating a winning team this year, rather than hoping for a ray of light from a losing squad.
To that end, Bud Light and the Browns are offering "Victory Fridges" for sale to the public—through a special appliance store that sells nothing but different-sized versions of the fridge. It's called B.L. & Brown's Appliance Superstore, and it's located at 1870 W. 25th Street in Cleveland. It's open today and tomorrow only (Sept. 3-4) from 1 p.m. to 9 p.m. both days.
Bud Light made an infomercial for the story that's been airing locally since Friday. It stars WWE superstar The Miz, a huge Browns fan who filmed his own Victory Fridge magically opening after last September's Browns win.
Net proceeds from all fridge sales at the Cleveland store will benefit Browns Give Back community partners' programming to support various adults throughout Northeast Ohio.
"Last year, when our Victory Fridges unlocked in bars across Cleveland, it created a local pandemonium in the best way possible," says Bud Light vp of marketing Andy Goeler. "Since then, we've been hearing from Browns fans who want Victory Fridges of their own, so that was the inspiration behind B.L. & Brown's Appliance Superstore. This year the lock and chain come separately because we expect it won't take too long to get that first win. We are looking forward to kicking off another season in a fun way with our friends at the Browns, while also helping to give back to the Northeast Ohio community."
"Bud Light helped celebrate an extremely special night last season for our team, loyal fans and the city," says Browns svp of marketing and media Dave Freeman. "Our fans can now take home a piece of that moment and we can't wait to continue celebrating and raising a cold glass all season long."
The fridges for sale at B.L. & Brown's Appliance Superstore will go for between $199.99 and $599.99. Anyone 21 and over who sets foot in the store will get a coupon for discounted Bud Light.
"As a hardcore Browns fan, having my own Bud Light Victory Fridge last season was one of the coolest things I've ever been a part of and still keeps my Bud Lights cold to this day," says The Miz. "Now with B.L. & Brown's, I'm pumped to return to Cleveland to celebrate our team and make sure Cleveland is all geared up with cold ones for this season. Go Browns!"